Agreed, I feel like the book could be instructive to anyone, not just NZers. The main subjects of the book are people who are in awe of the conservative political machine, have even spent time at Young Republican Conventions and the like, and want to apply the same sort of tactics in New Zealand. Only, in typical kiwi fashion they are sort of naive and just a bit shit at it, making them easier to scoop and examine.

One example from the book that’s stuck with me:

‘There are a few basic propositions with negative campaigning that are worth knowing about,’ he wrote. ‘It lowers turnout, favours right more than left as the right continue to turn out, and drives away the independents. Voting then becomes more partisan.’ He then recommended an article about ‘one of the greatest ads in political history, the Willie Horton ad’.

This is an accepted truth among right-wing campaigners around the world. Make it good and dirty.